Inside The Forrester Brand Lifecycle Framework: Rebranding Triggers

Corporate rebrands can be transformational, unifying initiatives that help companies align messaging, creative, governance, and vision to propel growth. The decision to rebrand should be made only after other options for improving brand reputation have been considered. When CMOs ensure that triggers, events that prompt companies to initiate a rebrand, are supported by evidence, it prevents unnecessary or “vanity” rebrands which are costly, disruptive, and risky. This report details the internal and external factors for both legitimate and false triggers justifying a rebrand, and the importance of objective evidence to support such an effort.